Trip.com Group, a leading service provider with over 400 million members, has enlisted MEDICOM TOY's BE@RBRICK for promotional activities within China. The inaugural pop-up event, part of this initiative, was held from Saturday, March 2, to Wednesday, March 6, 2024, at COSMO in Chengdu, China.

Trip.com is the global brand of Trip.com Group, an online travel agency boasting the world's largest network of partner hotels, with 1.4 million properties across 200 countries. The company has chosen MEDICOM TOY's BE@RBRICK, popular among younger demographics, as a promotional character for domestic travel in China, with plans to host events in various cities.

The kickoff city for this series was Chengdu, the capital of Sichuan Province in southwestern China. A special BE@RBRICK, inspired by Chengdu's iconic elements of mahjong, pandas, and bamboo, was released at the venue and sold out rapidly on the first day.

On the final day, March 6, Tatsuhiko Akashi, President and CEO of MEDICOM TOY, appeared alongside Sun Bo, CMO and Executive Vice President of Trip.com. Akashi engaged with fans during China's first offline autograph session, signing BE@RBRICK Chengdu Edition figures exclusively sold at the event.

The collaboration between Trip.com and MEDICOM TOY is slated to continue across 10 cities in mainland China over the next five years, with Guangzhou announced as the next destination. Sun Bo commented on the event, stating, "We hope to attract more tourists from home and abroad and foster a fusion of culture and tourism." He pledged to explore the joys of travel alongside MEDICOM TOY.

At the W Hotel Chengdu, a luxury hotel, two themed room packages were offered from Thursday, March 7, to Sunday, March 31, exclusively for guests booking through Trip.com's Chinese app, Ctrip. These packages featured the "1000% Chengdu BE@RBRICK" and "100% & 400% + 1000% Chengdu BE@RBRICK." The take-home amenities provided in each room were also met with great appreciation.

As the global tourism industry makes a full recovery, Trip.com is actively pursuing cross-border initiatives between China and Japan. Through these efforts, they aim to promote traditional Chinese culture and the unique charms of various cities in ways that resonate with younger audiences. The evolving synergy between urban culture and tourism, amplified by BE@RBRICK, is certainly worth watching.